Glossary of Marketing Terms

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A/B Testing

This is the process of comparing two variations of a single variable to determine which performs best to help improve marketing efforts.


A tool that allows you to connect a Facebook, Google, or LinkedIn ad account to create, track, and report on your ad campaigns.

Ad account

An administrative profile on Facebook, Google, or LinkedIn, separate from your user account, used to create ads.

Ads audience

A group of users on an ad network that you can target when you publish an ad.

Affiliate Marketing

Affiliate Marketing is based on a relationship where the advertiser pays for leads or revenue originating from traffic on the partners’ sites. Bloggers are an excellent example of affiliate partners. Partnering with affiliates extends your advertising reach and increases your relevance with target audiences.


Marketing analytics is the practice of managing and studying metrics data to determine the ROI of marketing efforts like calls-to-action (CTAs), blog posts, channel performance, and thought leadership pieces, and identifying opportunities for improvement. By tracking and reporting on business performance data, diagnostic metrics, and leading indicator metrics, marketers will be able to provide answers to the analytics questions that are most vital to their stakeholders.


B2B (Business-to-Business) 

An adjective used to describe companies that sell to other businesses. For example, Google and Oracle are primarily B2B companies.

B2C (Business-to-Consumer)

An adjective used to describe companies that sell directly to consumers. For example, Amazon, Apple, and Nike are primarily B2C companies.


Links on websites other than your own go back to a page on your website. Backlinks are also called inbound links because they represent traffic coming to your website from somewhere else.


Blogging is a core component of inbound marketing, as it can accomplish several initiatives simultaneously — like website traffic growth, thought leadership, and lead generation

Brand Awareness 

Brand awareness is the extent to which people can recall and recognize your brand.

Buyer’s journey

The buyer’s journey is a contact’s progression when researching and purchasing a product. It starts with the awareness stage, when buyers realize they have a problem, moves to the consideration stage, evaluates different solutions to that problem, and concludes with the decision stage when they decide which contender best aligns with their needs and objectives to purchase it. 

The buyer’s journey differs from the customer’s journey because not every prospective buyer becomes a customer. Individuals might go through some of the buyer’s journey stages without ever making a purchase.

Buyer Persona

Buyer personas are semi-fictional representations of your ideal customers.

Buyer personas should include demographic, psychographic, and behavioral information. In addition, they tend to go more in-depth about the role and influence these people have within their companies, emphasizing their goals and motivations.



A call-to-action is a text link, button, image, or some type of web link that encourages a website visitor to visit a landing page and become of lead. Examples of CTAs are “Subscribe Now” or “Download the Whitepaper Today.”

Campaign Calendar 

A calendar used to schedule and organize all campaign assets and activities for that month, including but not limited to emails, social media posts, ads, landing pages, forms, blog posts, and downloadable content.

Clickthrough Rate (CTR) 

The percentage of your audience that advances (or clicks through) from one part of your website to the next step of your marketing campaign.

Conversion Path

A conversion path is a series of website-based events that facilitate lead capture. In its most basic form, a conversion path will consist of a call-to-action (typically a button that describes an offer) that leads to a landing page with a lead capture form, which redirects to a thank you page where a content offer resides.


In relation to inbound marketing, content is a piece of information that exists to be digested (not literally), engaged with, and shared.

Content Management System (CMS)

A web application designed to make it easy for non-technical users to create, edit, and manage a website. It helps users with content editing and more “behind-the-scenes” work like making content searchable and indexable, automatically generating navigation elements, keeping track of users and permissions, and more.

Conversion Rate

The percentage of people who completed the desired action on a single web page, such as filling out a form.

Customer Relationship Management (CRM)

A set of software programs lets companies keep track of everything they do with their existing and potential customers.

At the most superficial level, CRM software lets you keep track of all the contact information for these customers.


Demand Generation

Generating demand for your product or service. More formally, it is the data-driven focus of marketing programs to produce awareness and interest in a company’s offerings.

Digital Marketing

Digital marketing is any form of communication aiming to persuade people to purchase a product or service that occurs through some form of digital device.

Digital Marketing Funnel

Digital marketing funnel is a strategic model that represents the complete journey of the customer persona of a brand and highlights the steps they take from the moment they get to know about the product to the final moment of purchasing it.


A domain name system (DNS) takes a human-friendly Internet address, such as, and translates it into a computer-friendly IP address a web browser can use to find and display a website.


a website address where content is hosted.



Ebooks are a common type of content that many marketers use, often to help generate leads. They are generally a more long-form content type than blog posts and detail a subject in-depth.


In its most basic sense, email stands for “Electronic Mail.” It’s a core marketing component because it directly connects to a contact’s inbox.

Email Automation

The use of predefined rules to trigger email messages based on specific actions customers take—or don’t take. Examples include a welcome email when a customer signs up for a mailing list or a quick reminder that the customer placed something in their cart but never finished checking out.

Engagement Rate

A popular social media metric used to describe the amount of interaction — Likes, shares, comments — a piece of content receives. Interactions like these tell you that your messages resonate with your fans and followers.

Evergreen Content

Evergreen content is content that continues to provide value to readers no matter when they stumble upon it. In other words, it can be referenced long after it was initially published, and even then, it’s still valuable to the reader.



A tool that helps your team predict future sales revenue.


The place your page visitors will supply information in exchange for your offer. It’s also how those visitors can convert into precious sales leads. Information submitted on forms is stored in properties on records in your CRM database.


Any element of your website that is confusing, distracting, or causes stress for visitors, causing them to leave your page.



the General Data Protection Regulation is an EU Regulation that will replace the 1995 EU Data Protection Directive.


Clear and actionable benchmarks that are set to determine success on a specific initiative

Going Live

The process where the IW team takes your site from the staging phase or testing phase and makes it live for the public to see and access through search. This happens only after approval. If there is an existing site, that old site will be replaced with the new site and can no longer be accessed by the public. 

Google Drive

A tool from Google that provides a shared space where we collect all essential files shared with our clients. Similar to DropBox.

Google Search Console

A Google tool that helps you optimize your website content to improve its performance and your search engine optimization (SEO) efforts. You can submit URLs and full sitemaps to Google Search Console to ensure your most important pages are indexed in Google’s search engine.


H1 Tag

An HTML tag used to identify the highest level of information on a page. In practice, page titles and headlines are usually marked with H1 tags and are the most prominent and significant pieces of text on a page.


Hashtags are a way for you and your readers to interact with each other on social media and have conversations about a particular piece of content.

Heat Map

A visual representation of data that uses color to communicate areas of highest use or likelihood using a scale of red (“hot”) to blue (“cold”).


This is short for HyperText Markup Language, a language used to write web pages.



An iframe is a section of a web page containing content from another page. It’s a page within a page.

Inbound Marketing

Inbound marketing refers to marketing activities that draw visitors in, rather than marketers having to go out to get prospects’ attention. It’s all about earning customers’ attention, making the company easy to find online, and drawing customers to the website by producing interesting, helpful content.


A highly visual piece of content popular among digital marketers to relaying complex concepts visually and straightforwardly.



A coding language that works with HTML to make dynamic web page content possible. Uses for JavaScript include pop-ups, slide-in calls-to-action, security password creation, check forms, interactive games, and special effects. It’s also used to build mobile apps and create server-based applications.


Key Performance Indicator (KPI)

A type of performance measurement companies use to evaluate an employee’s or an activity’s success. Marketers look at KPIs to track progress toward marketing goals, and successful marketers constantly evaluate their performance against industry-standard metrics.


A word or phrase in the content of your web pages that matches the words and phrases users are entering into search engines as closely as possible.


Landing Page

A landing page is a standalone web page potential customers can “land” on when they click through an email, ad, or other channels. The page is designed to collect information from the visitors in exchange for a value-driven piece of content or an offer. The content on this landing page always ties back to the original goal you are trying to accomplish. 


A person or company who’s shown interest in a product or service in some way, shape, or form.

Lead Nurturing

Sometimes referred to as “drip marketing,” lead nurturing is the practice of developing a series of communications (emails, social media messages, etc.) that seek to qualify a lead, keep it engaged, and gradually push it down the sales funnel.


Marketing Automation

This process enables technology to take over repetitive marketing tasks from people, freeing people to focus on strategy. Think of marketing automation as a way to automate task creation, follow up reminders, automatically send emails to your leads and customers, and update your CRM system.

Middle of Funnel

This is a critical step in the funnel as your potential customers are now aware of your business and are looking for how your business specifically can provide a solution to their problem. Typical middle of funnel offers includes case studies or downloadable assets — essentially anything that showcases your business the answer to the problem the lead is looking to solve.


No-Follow Link

A no-follow link is used when a website does not want to pass search engine authority to another webpage.



Offers are content assets that help marketers generate leads for your business. You could create many different types of offers, including ebooks, checklists, cheat sheets, webinars, demos, templates, and tools.

Organic Search

The natural and unpaid results users receive after searching queries. You can improve your ranking through search engine optimization (SEO) activities, including keywords in headlines.


Page View

A request to load a single web page on the internet. Marketers use them to analyze their website and to see if any change on the webpage results in more or fewer page views.

Paid Search

Online advertising is triggered when users perform searches using keywords that a company has purchased. Ads look like organic search results, but they appear more prominently on a search engine results page (SERP) than they would have organically. They are also labeled as “ad” or with another word indicating “paid.”

Pay-Per-Click (PPC)

An online advertising campaign that you pay for only when users interact with the ads. Instead of paying for your ads to simply show up on a publisher’s website, you pay for user clicks.


A document we share with a prospective client that outlines our recommendations and services we can offer to take your marketing efforts to the next level. This includes the project scope, potential timelines and phases, key people you will be working with during our engagement, the cost of these services, and a signed agreement between both parties.


QR Code

A QR code (abbreviated from Quick Response code) is a specific matrix barcode (or two-dimensional code) readable by dedicated QR barcode readers and camera telephones.

Qualified Lead

A contact that opted in to receive communication from your company, became educated about your product or service, and is interested in learning more. Marketing and Sales often have two different versions of qualified leads (MQLs for Marketing and SQLs for Sales)

Quality Score

A Google Ads metric rates how relevant your pay-per-click (PPC) ads and landing pages are to your chosen keywords.


A set of questions about a topic used for research purposes. Marketers can use these questions to gather information from clients and data from leads and customers for our clients.



Sending a user to a different web page than they requested with a URL. Redirects send readers to a new page if the content has been moved or an older page has been deleted. This helps prevent 404 errors.

Responsive Design

This is the practice of developing a website that adapts according to the device someone uses to view it. 

Return on Ad Spend (ROAS)

The ratio of the amount of revenue generated by an ad campaign to its cost.

Return on Investment (ROI)

A calculation of the monetary value of an investment versus its cost.


Schema Markup

Bits of code added to a web page that help search engines understand the page’s content. With better understanding comes the ability to format content on the search engine results page (SERP).

Search Engine Optimization (SEO)

The practice of enhancing where a webpage appears in search results. By adjusting a webpage’s on-page SEO elements and influencing off-page SEO factors, an inbound marketer can improve where a webpage appears in search engine results.

Search Query

The string of words users enter into a search engine to receive a result.


The digital equivalent of junk mail. Spam can be an email, text message, social media direct message, or any other unwanted or unsolicited electronic communication.


Secure Sockets Layer (SSL) is a method of encryption your website needs that protects data being sent between websites.


A piece of HTML code that tells a web browser how to render an element on a web page.

Target Audience

The people you want to reach with your marketing efforts. These are the consumers who will be most interested in your products or services—and most likely to convert from leads into customers. Target audiences can be based on demographics (age, gender identity, location), psychographics (aspirations, concerns, values), or behavior (likely to buy online).

Top of the Funnel

Sometimes called “TOFU”, the top of the funnel refers to the very first stage of the buying process. Leads at this stage are just identifying a problem that they have and are looking for more information.

Tracking Code

A small piece of code placed on a website that sends data to Google Analytics, Hubspot, or other tools for tracking visitor metrics and activities.


Unique Visitors

The number of individuals who visited your website in a defined amount of time.

User Experience (UX)

How a person feels about using a product or service. The discipline of user experience (UX) makes digital experiences efficient, effective, and sometimes entertaining.


Viral Content

This term is used to describe a piece of content that has become wildly popular across the web through sharing.



A blueprint for a website’s user interface (UI). Wireframes are simplified outlines of how content and functionality come together in a layout.


XML Sitemap

An XML sitemap is a file of code that lives on your web server and lists all of the relevant URLs in your website’s structure. Think of this as a “floor plan,” which mainly comes in handy whenever the site gets changed.


YouTube is a video-sharing website on which users can upload, share, and view videos.

* Information gathered from HubSpot’s Ultimate Dictionary of Marketing Terms You Should Know, Mailchimp’s Marketing Glossary, and the experts at Intuitive Websites.